We’re seeing plenty of bad behavior through the news media coverage of celebrities, elected officials and their staff these days. I cringe when I see it because it gives the general public the wrong idea about what strong external communications is all about…

With this in mind — and the fact that Halloween is right around the corner — I’m sharing five types of media relations “monsters” and a few tips for making sure you don’t behave like one.

The vampire doesn’t care about creating strong, two-way communication with the press. They’re only focused on what they want. They suck precious time from journalists’ days by only focusing on their pitches and storylines instead of also looking for ways to add value for their contacts.

The Frankenstein makes a big first impression but not in a good way. They overwhelm contacts with information. They don’t research or understand what their pitch targets actually report about… or what they have written lately. And, they tend to “stomp through” conversations without really listening. They also interrupt and talk over others in interviews.

The werewolf seems normal most of the time but goes ballistic every “blue moon” when the media asks questions —or publishes a story — the “beast” doesn’t like. The concept of relationships is lost in the frenzy of the moment. Journalists can’t and don’t trust them because they don’t get what they need when it doesn’t suit the wolf. 

The zombie is inhuman when dealing with the press. They blanket reporters with email pitches and call robotically. But, they don’t really connect with the people they’re sharing information or story ideas with… And, they don’t work to build relationships beyond the stories they’re hungry to secure. They don’t pay attention to the time of day that they call reporters, think about whether it’s a good day to pitch. And, they don’t respect that they’re intruding on deadlines when they reach out.

The ghost disappears when news media call unexpectedly. They’re present for proactive outreach, but they evaporate after 5 p.m. or if a reporter leaves a voicemail with a time-sensitive request. They’re not reliable with deadline-driven needs for answers, information or interviews. They’re often described as someone who “could not be reached for comment.”

So, OK, yes, my definitions are over the top. And, yes, they’re in good fun for Halloween. But, make no mistake: It’s no joke when a journalist is looking for information, on deadline or striving to frame a story that adds value for readers, listeners or viewers.

The following five tips can help you avoid scaring off great media contacts and relationships:

Build relationships and trust. To be successful in media relations, build trust and a two-way channel of communications with the contacts who matter most to you. It’s about more than what you want or the stories you’re trying to pitch. Look for ways to add value where you can, whether it’s about your brand or not. Be a source they can trust, whether you’re suggesting a story or they’re calling with questions of their own.

Be smart. Know who you’re pitching, and know what they cover, day to day. Read or watch their stories. It will help you avoid wasting precious, finite minutes of their day with ideas that don’t fit. And, listen. I mean really listen. Don’t flood them with so much information that it’s work to pick through it to find what they need. Give them what they ask for, and make it simple.

Be fair. There will be times when you encounter a negative line of questioning, and there will be times when a story runs that frames you or your brand in a way you don’t like. It happens. Be a grownup about it. If there are factual errors in a story, you have every right to call and ask for a correction. But, don’t throw tantrums, disparage the reporter or editor or take steps to try and make them look bad. That makes you the villain in the eyes of the news outlet and, potentially, the people who read, listen to or watch it. In short, you are making a bad situation worse if you attack the press.

Be human. Don’t allow yourself to be a one-dimensional pitching machine. Think about the experience on the other side of the emails you send and the phone calls you make. And, realize you’re one of dozens or more trying to get their attention and interest on any given day, hour or minute… If this contract is one you will call on frequently,  find some way to make a human connection. A good start would be learning what time of day is likely to be a good time to reach them.

Be reliable. No matter when a reporter, editor or producer calls you, do all that you can to help with the request in the time frame they need it, even if it’s not convenient for you. Let them know you’re working on it and set expectations on how soon you think you’ll be able to respond. Leave a mobile number on your voicemail if you won’t be able to check it frequently, and be available to help when they need it. It will go a long way the next time you call to pitch a story.